Readings in Marketing Strategy

By Victor J. Cook Jr. and Jean-Claude Larreche

This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.

• Format: Paperback
• Language: English
• ISBN: 0894261398
• ISBN13: 9780894261398
• Release Date: October 1989
• Publisher: Scientific Pr
• Length: 320 Pages
• Weight: 2.00 lbs.
• Dimensions: 11.0" x 1.3" x 8.5"